Keyword Cannibalization: How to Identify, Fix, and Prevent It

What is Keyword Cannibalization?

Keyword cannibalization happens when multiple pages on your website target the same keyword or topic. Instead of boosting your SEO, this actually splits your ranking potential between those pages, often resulting in none of them ranking well.

In essence, your content “cannibalizes” itself, leading to lower visibility, reduced click-through rates, and even confusion for search engines on which page to prioritize.

How to Identify Keyword Cannibalization:

Here’s a quick way to check for cannibalization using Google Sheets and Google Search Console:

  1. Install the Search Analytics for Sheets add-on and connect it to your Google Search Console data (all data access):
search analytics for sheets

2. Create a new sheet and navigate to Extensions > Search Analytics for Sheets > Open Sidebar:

how to open extension in google sheets

3. Select your domain and desired date range.

4. Group by Query and Page, then Request Data to pull your site’s data:

search analytics for sheets settings

5. Highlight column A and use Format > Conditional Formatting:

conditional formatting
conditional format rules

6. In the Format Rules field select Custom formula is, insert this formula, and click Done to identify duplicate queries:

=AND(NOT(ISBLANK(A1)),COUNTIF($A$1:$F,"=" & A1) > 1)

7. Freeze up to row 1 and sort sheet A to Z:

create a filter and sort sheet a to z

8. Create a filter. Filter by colour > Fill colour > #B7E1CD (Green). This reveals the pages competing for the same keywords.

keyword cannibalization filter

9. DONE!

Preventing Keyword Cannibalization

To avoid cannibalization, map your keywords strategically. Make sure each page targets a unique keyword or keyword cluster.

This will prevent overlap and allow search engines to see the unique value of each page.

Fixing Keyword Cannibalization

If you’ve identified cannibalization, here’s what you can do:

  • Merge similar content to create a comprehensive, high-quality page that consolidates the information.
  • Implement 301 redirects from redundant pages to the strongest, most relevant page.
  • Revise internal links to prioritize your target page for the keyword.

By following these steps, you’ll prevent keyword cannibalization and increase your site’s SEO strength, helping each page shine on its own.

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